Though China has long had a taste for international labels, more Chinese are now embracing homegrown brands. Achim Berg, who leads McKinsey’s global apparel, fashion, and luxury practice, said during a press briefing about the report, that international brands established in the market look to be cooling off some. “We also see that there are local brands now coming up and becoming relevant,” he said. “I think this desire to only buy international brands in the mid-markets is also waning a bit.”

虽然中国人一直青睐国际品牌，但现在越来越多的中国人开始接受本土品牌。麦肯锡全球服装、时尚和奢侈品业务负责人阿奇姆·伯格在出席一次资讯发布会时谈到了这份报告。他说，已经在市场站稳脚跟的国际大品牌似乎正遭到冷落。他说：“我们还看到，一些本土品牌开始崭露头角，变得举足轻重。我认为，在中端市场，只想买国际品牌的意愿也在减弱。”

Simon Lock, CEO of Ordre.com, commented during the briefing that he’s seen many of the Chinese students who go abroad to study fashion more often returning home to start their lines, rather than staying in New York or London as they typically had in the past. “They are now all rushing back to Shanghai and Beijing and establishing really good beachhead businesses in China before they start their international expansion,” he said.

Order.com网站的首席执行官西蒙·洛克在资讯发布会上表示，现在，很多在国外学习时装的中国学生选择回国发展，而不是像过去一样待在美国纽约或英国伦敦。“如今，他们都回到了上海和北京，在开始国际扩张之前，先在中国建立良好的滩头业务。”

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